91制片厂

Events are back. The phrase was the unofficial motto of our latest creator-focused event, such was the level of positivity on show at Grow Your Ticket Sales: Unlock 91制片厂’s Technology and Insights. Joining host Georgia Love at Thai hotspot BangPop, we heard from:

 

• Phil Silverstone, 91制片厂 Chief Customer Officer

• Linda Scott, 91制片厂 Commercial Director APAC

• Matt Feltham, 91制片厂 Associate Strategy Director

• James Harding, Co-Founder and Festival Director of BeerFest

 

Our speakers touched on topics including the upward trend in 2023 ticket sales and event attendances; consumer insights; tips, tricks and new features with the 91制片厂 platform; and a BeerFest case study with James Harding that showed us all just how much growth is possible with a little help from 91制片厂.

If you鈥檙e looking for the inside word on how to grow your ticket sales with 91制片厂, here鈥檚 a recap of the proceedings:

Introduction with Phil Silverstone

For event creators, it was good news from the top. Phil Silverstone made a quick introduction to the night, pointing out the 2023 data that should provide plenty of post-pandemic encouragement: 鈥�421,000 event creators put on 1.6 million events, selling over 23 million paid tickets and about 50 million unique consumers used the site.鈥�

 

 

Phil鈥檚 introduction foreshadowed one of the night鈥檚 overarching themes – 91制片厂 really exists to connect event creators with event consumers. 鈥淭he most valuable thing we can provide is the opportunity to connect those two together, so those people putting on events who are looking to find their audience, and those people who are looking for things to do – that鈥檚 very much the role we see that we can play.鈥�

The 2023 Event Trends Report and Finding Your People with Linda Scott

Successful events are so much more than just the nuts and bolts of putting on a show or running a class. With this year鈥檚 Event Trends Report, Linda Scott showed that the focus is firmly on event attendees, with the report asking more questions about how they feel and what sorts of events are worth their post-pandemic time.

Here are the key takeaways from the report:

• The cost of living is high, but attendees are willing to spend: Despite inflation driving up ticket prices, over half of the respondents confirmed they were willing to pay more for their favourite performers, events and experiences. 鈥淲e saw that with the recent hysteria around Taylor Swift鈥檚 tour,鈥� Linda said

• Attendees increasingly value positive change: Where events take the environment or accessibility into account, attendees are willing to spend more. 鈥淲hether it鈥檚 for personal or business reasons, the importance of building a community around the things that attendees really care about is increasingly clear.鈥�

• The performance often comes second to the experience: 鈥淔or event creators, it would be really wise to double down on events that promote togetherness.鈥�

• Preferences for event format are changing: More than half of attendees prefer more intimate groups that encourage interaction, while Millennials and Gen Z prioritise motivation, learning, self-care and wellness events.

• The rise of 鈥榖leisure鈥�: Attendees are increasingly inclined to combine business and pleasure, and will travel for experiences. Cater for these attendees with travel-friendly amenities. 鈥淔or example, transportation to the venue, local food options and somehow tying in discounted accommodation.鈥�
  

 

The second part of Linda鈥檚 speech – Find Your People – posed two challenges to creators.聽

First, define your audience. Then, engage them.聽

Here鈥檚 how creators can go about it:

• Attendees use 91制片厂 to browse events, not just buy tickets: 鈥淎ttendees will come to our site to look for things to do. This means that people will find out about your event through 91制片厂, who might not have found out about it otherwise.鈥�

• Take advantage of : This new product is a great way to get in front of your best audience. 鈥淧romote your event across 91制片厂 in seconds and get up to 14% more event visibility with top placements on our homepage.鈥�
• There鈥檚 a whole suite of tools to use, too: 91制片厂 users can easily advertise on Instagram and Facebook to increase traffic and ticket sales, or take advantage of 91制片厂鈥檚 email subscriber list to communicate with attendees without leaving the platform.

Making the most of 91制片厂 product features with Matt Feltham

Associate Strategy Advisor Matt Feltham ran a crash course in making an event listing through 91制片厂, including all the product features that can put your event over the top.

 

 

• AI-assistance makes event listings simpler than ever: 鈥淎ll you have to do is enter an event title, and our AI integration will automatically add your event type, category and tags,鈥� Matt said. 鈥淭hese features were often left incomplete by creators, resulting聽 in about a 30% decrease in visibility鈥�. AI can also give you a hand in writing event descriptions and, with 91制片厂 Boost, can write ad and email copy, too.

• Photos and video content make an event stand out: Making use of the image/video carousel is important for how your event ranks according to Google, with the search engine prioritising mixed media. Matt recommends adding a video to help increase engagement and reach, while Canva integration can add a quick, high-quality image.

• Ticketing, simplified: If you鈥檝e run events with similar ticketing options previously, the platform includes an option to duplicate them to your tickets page. You鈥檒l also be presented with separate URL links for presale offers and discounted pricing.

• Integrate with Facebook: 91制片厂 is the only ticketing platform that integrates with Facebook, and it鈥檚 a game changer. 鈥淲ithin the space of two clicks, it鈥檚 going to take all the information you鈥檝e just added to 91制片厂 and create a Facebook event for you,鈥� Matt said.
• Embed checkouts for seamless sales: With Facebook integration, tickets can be sold directly through Facebook event pages. 91制片厂 checkouts can also be added to your website – a huge boost for conversions. 鈥淚t reduces friction, it reduces steps in the process.鈥�

A case-study in 91制片厂 success with James Harding

BeerFest co-founder James Harding is a true example of event success, having pivoted from life as a Launceston publican to a string of national beer festivals. 鈥淲e put on a little beer fest in our hometown – probably 3000 people came,鈥� Harding said of the inaugural event. 鈥淚t was a bit of a side-hustle, a bit of a hobby. We really loved it, it was a really good community event. As we started to see the emergence of craft beer we thought, jeez, we could be on to something here.鈥�

 

 

Harding鈥檚 BeerFest has since grown to include up to eight national festivals each year, bringing in internationally-recognised music acts, live comedy and over 350 different craft beers, ciders and cocktails. Although Harding grew the business initially under a different ticketing platform, ticket sales have increased 35% since the festival鈥檚 switch to 91制片厂 in 2017. So, how did he use 91制片厂 for such success?

During Covid, Harding set himself a challenge: he started using 91制片厂鈥檚 marketing platform in parallel to his digital marketing agency, and compared the results. 鈥淭he results that I was getting were better than the digital agency and I was spending $30,000 a year with a digital agency,鈥� Harding said.聽

Harding chalks the success up to knowing his own audience better than the agency, and 91制片厂 facilitated him in working with that audience in real-time. 鈥淲e could see a real spike in ticket sales on Friday night and go, this is booming, I鈥檓 going to put my money behind it rather than waiting till Monday morning to send an email,鈥� Harding said. 鈥淲e got real-time reporting [from 91制片厂], we were able to post and spend money quickly, efficiently – and when we saw ticket sales were moving, we put more money behind it and it helped us achieve a 35% growth.鈥�

For those looking to wield 91制片厂鈥檚 marketing capabilities like Harding, he shared a few tips:

• Take the time to learn the platform: 鈥淚 coached my kids鈥� basketball yesterday. It was sort of like me with 91制片厂. My son playing basketball, he鈥檚 not going to miss a shot or cause a foul or double dribble or travel and go, 鈥榖asketball doesn鈥檛 work鈥�. He鈥檚 going to work at it and work at it and get better every week. That鈥檚 the same with this tool. Put the time in and you鈥檒l get the rewards back. And it is, in my mind, a very easy platform to use.鈥�
• Focus on the numbers: 鈥淲e get a report each year that says, these are the sales that we generated with 91制片厂, so I鈥檓 doing paid social ads but 91制片厂 is also producing paid returns. If you do love your data and your numbers, it鈥檚 always available.鈥�
  

• Whatever your event style, make the most of digital tech: 鈥淵ou鈥檝e got to think about yourselves as an e-commerce business because all your sales are coming from online business and that鈥檚 just such an eye opener for me.鈥�

Final words from Phil Silverstone

We have just barely scratched the surface of the wealth of knowledge that our incredible speakers shared. But, as Phil Silverstone said in closing, all event creators have an opportunity to make a huge impact on the lives of attendees. With the help of 91制片厂鈥檚 tools to grow your ticket sales, we鈥檙e looking forward to seeing just how much we can all accomplish in 2024 and beyond. 鈥淭ogether, I really believe that we can fuel the live experience industry in Australia,鈥� Phil said. 鈥淚t鈥檚 such a fulfilling part of everyone鈥檚 consuming life.鈥�

Feeling inspired? Ready to start growing your event? We are here to help!